U.S.-spec 2011 Fiat 500 Sport
Fiat is finally back in the U.S. and it's looking to take the market by storm with the new 500. Within a matter of months Fiat has already blown past the small car competition on social media.
When it comes to niche automakers in the U.S., MINI and Scion are the two big players in the small car segment. As of right now, Fiat USA has over 12,000 followers on Twitter - nearly double the number of followers both Scion and MINI have on the popular social media site. This is within a matter of a year.
On Facebook, Fiat USA has over 260,000 fans while MINI USA is close behind with nearly 220,000 fans, Scion is trailing in third with a mere 68,000 fans. We contacted Fiat and were told that the fans were all acquired organically, and no paid advertising was used on social media. This indicates that consumers are excited about Fiats return and are ready to engage with the Italian automaker.
Laura Soave, head of Fiat in North America told The Detroit News, "It goes to show you when you have great content and fun things, that it does keep spreading." We couldn't agree more Laura, and clearly your passionate fans feel the same way.
This week Fiat introduced the new 'Simply More' marketing tagline. It is hoping this tagline will help set the tone for its new marketing campaign which is rolling out this week. A new commercial titled "Drive-In" began airing on Monday nationwide. The commercial features a new 2012 Fiat 500 rolling into a drive-in parking lot filled with old Fiats. The campaign is meant to evoke emotion. We feel Fiat hit the mark with the new commercial.
While Fiat is playing off the retro theme, Scion is taking the "I am awesome approach" while tapping into the Greek god imagery. While the humor works, the spot just isn't as funny as Scion probably hoped. The ad provides no reason for consumers to want to head over to their local Scion dealer.
MINI is beginning to promote the new MINI Coupe and is using the tagline "Another Day, Another Adventure." While we understand what MINI is getting at, the ad doesn't really evoke any emotion. It is humorless and pays no homage to the brands heritage, two aspects that could easily be implemented. Because of this, we aren't convinced this video spot will get consumers excited about the upcoming MINI Coupe.
Where both the MINI and Scion video spots fall short is emotion. The Fiat ad evokes an emotional response from consumers. Whether it be memories or the possibility of a future memory, it has passion -- something unfortunately the competition's ads lack.